品牌形象对顾客感知因素的影响——基于我国饭店业的分析  

On the Influence of Brand Image on Customer Apperception Factors:An Analysis Based on China Hotel Industry

作　　者：王松涛[1] 

机构地区：[1]广东食品药品职业学院管理系,广东广州510520

出　　处：《广东商学院学报》2009年第4期43-48,共6页Journal of Guangdong University of Business Studies

摘　　要：在综述顾客满意相关研究的基础上,提出饭店业的顾客满意度模型,并用实证方法对模型进行拟合评价和验证,进而对影响顾客满意的各相关因素之间的关系进行了探讨。研究表明:除了顾客预期对感知价值有直接负向影响的假设和顾客预期对顾客满意有直接负向影响的假设不成立之外,其余的假设都得到数据的支持。其中品牌形象对顾客期望、感知质量、顾客满意的直接影响非常大,而对感知价值、顾客忠诚的直接影响相对较小;感知质量对顾客价值、顾客满意和顾客忠诚的直接影响也很大。Based on the review of existing research results of customers＇ satisfaction, a hotel industry cus- tomers＇ satisfaction model is advanced in this paper, and then the model is tested and estimated by empirical method, and then the relationship of different factors influencing the customers＇ satisfaction are analyzed. The study shows that all the hypotheses are supported by the data, except the hypotheses that customers＇ anticipation has direct negative influence on perceptive value and customers＇ anticipation has direct negative influence on customers＇ satisfaction. The study shows that the brand image has great direct influence on customers＇ anticipation and satisfaction, as well as perceptive quality, but it has comparatively little influence on perceptive value and customers＇ loyalty, and the perceptive quality also greatly and directly affects customers＇ value, satisfaction and loyalty.

关 键 词：服务质量 顾客满意 结构方程模型 

分 类 号：F719[经济管理—产业经济]